Robin Good: By bundling together different products, even information-based ones, you have the opportunity to keep prices and perceived value high, even when the competition attempts to drive down prices and to commoditize their offerings.

"One of the prevalent trends in startups recently is the bundling of products into one, with a combined value greater than the sum of its parts.

This is not a new concept; product bundling is a strategy that has historically been effective in selling products and maximizing economic value.

Product bundling is most effective when bundling high volume, high margin products, commoditizing the individual products and increasing the value of the bundle as a whole.

This means that bundling is particularly effective with information and digital products.

In some cases, bundling of inferior products can actually be more compelling than individual, unbundled superior products.

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